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Building a content strategy (Cambridge CIM Digital Marketing Conference 2017 presentation)

Head of Strategy, Richard Willner, presented at the 11th Cambridge Digital Marketing Conference at Duxford – below is a summary of his talk and a link to the presentation.

As a flag-bearer for strategy and the importance of creating your overarching plan before delving into the tactical execution, I was delighted when Further was invited present on the importance of building a content strategy.

My presentation centred on the question ‘What does a content strategy mean to you?’ This is a crucial point – it is vital to understand what you want from your content in order for you to decide how to produce it.

Richard Wilner (far left) answering a question from an audience member.

Search for ‘definition of a content strategy’ and you’ll find a variety of answers: some mention tactical implementation, some clearly state that content strategy is not about tactical implementation; some mention audience, others not.

So, the first step is to understand what you’re aiming to achieve with your content. For example:

  • If your business wishes to be seen as a thought leader – such as global consulting giants McKinsey – you may need a focus on your blog or content hub, with a key objective of growing your newsletter subscription base.
  • If you have an e-commerce site – such as Thomson travel agent – you might want to focus on making your product pages as compelling as possible, with a key objective of driving direct conversions (sales).

These are two very different approaches to content strategy – but they would both be right for their business.

If that’s still confusing and not practical, where do you start? How about answering these key questions:

  • Why are you producing content? (Business objectives)
  • Who are you targeting? (Defining audiences)
  • What will you be producing? (The type of content eg thought leadership versus product pages)
  • Where will you be publishing? (What platforms will you be using – your own site, social media channels, leading industry sites?)
  • How will you be producing content? (Format and resource – will you provide a mix of video, graphics and text, and who will manage your content plan and produce work for it?)

For more practical takeaways and advice, click here for the full presentation.

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